The Story Behind Del Taco's Tagged Cups

Holly Richmond

Thursday, Jun 09, 2011 at 2:07 PM

How and why the taco giant is using Microsoft Tag on drink cups.

It's summer in some crannies of America, which means people are bored and thirsty. Enter Del Taco's tagged drink cups. When burrito fans scan a Tag on one of four different cup designs, they can download a Gamefly app, get bonus content, or join Del Taco's customer loyalty eClub. The quick-serve Mexican chain is also using Tag on its Facebook page to give gamers cheats, tips, and reviews of popular video games.

Del Taco researched Tag after seeing it in a magazine, gleaning ideas from Tag's white papers, appreciating how easy it was to create and manage Tags – and measure the results. The Tags will be printed on millions of cups to be distributed throughout over 500 stores, and they're already planning another Tag campaign.

Would you scan a Tag on a drink cup? What do you think of Del Taco's use of mobile tagging? Let us know in the comments below or on Tag’s Facebook or Twitter pages.